Estratégias competitivas da rede mcdonald’s: uma análise fílmica

Abstract

This study aimed to observe the competitive strategies of franchise networks as a business expansion tool. Therefore, an analysis of the movie The Founder is developed, with the use of theoretical references from Porter's generic competitive strategies (1980) and franchising as a business model. As results, it can be observed that the competitive strategy adopted by the founder of McDonald’s Corp. is effective, according to Porter (1980) concepts. The business model created by Kroc allowed the brand to grow and reach a sustainable and profitable position within the food industry. According to the present study, McDonald’s used the differentiation strategy successfully. Finally, it was possible to perceive how the publicity induced the corporation to differentiation and projection of the brand.